By integrating customer databases with websites, marketing can be improved and the
benefits of electronic customer relationship management (e-CRM) then include:
a. Achieve mass customisation
b. Targeting more cost-effectively
c. Lower costs
d. Increased depth, breadth, and nature of the relationship
e. All the above are correct
______ is a key e-CRM technique to follow-up a customer when they abandon a shopping
cart to encourage them to buy.
a. Personalisation
b. Reactivation
c. Referral, recommendation or advocacy
d. Retention
e. None of the above
______ is a key e-CRM technique to tailor messages according to stated preferences or
observed buyer behaviour.
a. Retention
b. Reactivation
c. Referral, recommendation or advocacy
d. Personalisation
e. None of the above
In e-CRM, customer retention refers to:
a. a communications strategy with existing customers to deliver messages through e-mail,
SMS and traditional media.
b. delivery of communications offering the next best product (cross-sell and up-sell).
c. tailoring of messages in line with customer preferences and behaviours.
d. monitoring of customer response to inform future messages.
e. All of the above.
